Logo Application- NewOrch


For this assignment, we are to take another groups logo and CBO and create several products where the logo would be:

Logo PC 9

NewOrch is a after school program that targets young students in the Newark, NJ area. In this program, students will be learning how to play classical instruments which would pose as a positive force in their lives. This skill set would teach them the importance of dedication, cognitive skills, discipline, and responsibility.


Some colors we plan on using is the bright orange that is present in the logo, the yellow of the board, dark green, white, and black.

Application Brainstorming

With our logo appellations, we want to keep in mind:

  • Newark is a huge area, one of the largest cities in NJ, it must appeal to a broad range of people
  • Newark is an area with higher crime rates in some areas, therefore theft can always be an issue
  • We want these kids to feel cool and confident. Designs should not be about showing the logo, but making the design relatable therefore, wearable.
  • The people who donate will most likely not be the parents whose children attend this after school program along with the students in the program

We barnstormed and created an area of products that would fit this unique situation. Some ideas that would we found appropriate:

  1. “cinch” or drawstring bags- we did not want to make items that would be too expensive to make or sell to the students. Drawstring bags are inherently “cool” and inexpensive. Backpacks could also be subject to theft.
  2. Business cards- for contributors
  3. A website that would be geared for donations and stay up to date on current events and happens of the organization
  4. An I.D. or bus pass holder that would go to the students
  5. Stickers that would go onto notebooks or even interment cases
  6. T-shirts that young students could wear

The first round of designs:

wm-front-6 wm-back

This is the front and back of the cinch/drawstring bags. The color green is used. it is double sided, that way students can chose which side they like most– giving them freedom in the choice and more flexibility. One side displays the instruments that would be used and the other side illustrated a set of equalizers that would add a “cool” factor into the design.

Problem: the first image is too “rock and roll”. it does not go well with the other designs nor does it pair well with the area it is in.

wm-front-7A similar green was used in this design. These shirts use characters that are kid-appropriate and are simple enough to be relatable.

Problem: the design is very juvenile and the logo is difficult to see. The characters are nice, however it is not going to be worn by older kids.


Instead of a business card to hand out, we wanted to do something that would not be thrown away the moment it was received. This means adding value to the “business card”. We decided to move forward with a magnet that can be put on a car or a refrigerator as a reminder of the organization, what it does, and where to contact them. The colors were chosen on the basis of looking clean and professional. The cityscape is used to aid to the vision of the city, Newark.

Problem: the cityscape does not feed into Newark, it feeds into NYC. The music notes take away from the logo

wm-front-5Screen Shot 2014-12-03 at 9.15.19 PM

This is the sticker decal that would be given to students to put on a number of things including their instrument case. It features a set of “cool” equalizers and the cityscape to incorporate the city of Newark. Also the logo is places above, as if it is ascending. The color use was the friendly and vibrant yellow seen on the moodboard. The other color was considered a “brick red”, this color is not on the moodboard but it plays on Newark’s nickname, “Brick City”. The city features many brick buildings.

Problem: The brick orange is the stronger of the two. But the cityscape gives off the same problem the magnet did: it does not describe the area

Screen Shot 2014-12-04 at 12.51.15 AM

The website is clean and features tabs that would draw in donators and display things that would interest them. The site is also mobile/smartphone friendly.

Problem: the instruments on the bottom are professional and clean looking but it does not go well with the rest of the designs.

Second Round of Designs:


The issue with the design was resolved by making the bag only one-sided

Problem: the green does not pair well with the overall set. Perhaps the strings can be made orange? But the logo also fades into the background which does not allow the logo to be highly recognized


The brick orange was used. The city scape was taken out

Problem: too clipart-ish

wm-front-3The notes and skyline were taken out and replaced by the equalizers

Problem: the font a the top needs to be addressed and match the font of the logo and size. The colors are not matching the set of other applications

Other resolutions that need to take pace:

  • The shirts could be a different color that would adhere to the set more.
  • The shirts should be used by everyone in the program
  • The music book needs to be seen as a music book on a stand
  • The lanyard/I.D. holder could be stolen
  • The colors need to match in every aspect of the logo applications

The final set:

Screen Shot 2014-12-14 at 2.19.21 PMThe magnet is still professional and features the colors used throughout which is the brick orange. The font matches and is more subtle

Screen Shot 2014-12-14 at 4.08.39 PM

The green shirts geared toward children were take out and replaced by a gender and age neutral set in black and white. We tried to put in the equalizers, however, it mak the design appear very boxy. Therefore we took it out.

Screen Shot 2014-12-14 at 4.04.39 PM

The placement of the logo allows to to appear as a graphic tee.

Screen Shot 2014-12-14 at 4.23.52 PM

The cinch backpacks were put into black white and brick orange. We took out the equalizers so it would pair well with the tee shirts. We did not want to tees to look out of place. We did not want to element of the equalizers to become part of the logo, we want the equalizers to be associated with NewOrch but not be a required element.Screen Shot 2014-12-14 at 2.01.25 PM

Screen Shot 2014-12-14 at 9.08.55 PMThe website features the same equalizers and color scheme

The overall delivery:

Screen Shot 2014-12-15 at 8.00.17 PM

Project 3- Logo Application Research

As stated in my previous posts, logos are about much more than looking attractive to the viewer. A logo has to fit the criteria of relating to the company, flexible in size, memorable, and yet simple so people can easily identify it.

The purpose of a logo is to apply them to tangible and intangible things. This refers to how the logo will serve a purpose to the company. The logo much be able to be expanded and contracted from large to small. The logo application process is about building a brand’s identity.

What the designer is looking to do is to create a unified set or message with the products and designs that are created with the design. By developing the brand, it helps the view/consumer identify what/who the company along with where they are paced i their mind. For instance, there is a particular blend of red and white flowing lines that remind people of Coca Cola or the Tiffany blue that allows people to know immediately what company they are looking at. This notion is caused by the brand not having the logo be the only part that unifies the applications, the designers take elements of the company and instill them in the designs so viewers can see this elements and understand without the logo.

Identity development takes the logo further and defines visual standards for all commonly used marketing and promotional tools. 


The image above is a good set of logo applications. The logo (that can be seen on the notebook and business card) have a very distinct, blue design. But the full logo is not what identifies and unifies the pieces. There are several elements, for the mug, book, and notebook, it is the logo (or pieces of the bright blue design), the bard blue background (that isn’t seen in the actual logo), and the name. However, in the business card, it contains only the logo on one side and all of the elements on the other, this allows the viewer to begin building the brand identity at first contact. The designer also uses color as a reference to the brand. The bright blue is very distinct, and the paper binders only use that color, no other element. The pencils use the background color and do not reference the logo in any form. However, the designer carefully chose how the colors were used and how they can further take the branding, without having to use the logo, just elements

Project 3: Final Comp

The class took all of the comps of my group and decided the strongest logo between the three of us. My logos were not chosen based on the heavy use of an elephant MAY give off the impression of an elephant conservation, not an after school program. The “supporting logo” may not be very applicable to a lot of products between business cards to pens. The logo that was chosen still has an elephant but it is not the whole logo; a play on the letter “R” allows the viewer to see something more than just an elephant.

rough final comp- laura

The needed improvements were to incorporate the colors of our CBO and to round the letters to give a softer feel.

Screen Shot 2014-11-24 at 11.00.39 AM

  • Changed the font/typeface to VAG Rounded
  • Placed the letter “A”‘s crossbar at the same height as “E”‘s arm
  • Made the color of the blue consistent to the warm blue in the the moodboard
  • Made the dots or periods the SAME SIZE as the eye of the elephant
  • Moved and rotated the elephant head to be at the baseline
  • Tightened the kerning

Project 3: Comps

After deciding on the strongest of the thumbnails and themes. We, as a group, chose to incorporate out colors into the logo in order to attract the students of all ages. We then had to create comps for icons.



The elephant head is meant to catch the eyes of adults and young adults. I incorporated the colors. The elephant head can be used in any size, in black and white, and can be placed on many objects due to its simplicity. The difficulty was in the notion of creating movement for the eye to allow the viewer to see the elephant, not just blocks of color.



In order to illustrate the support C.A.R.E. would be providing, I came up with the concept of multiple people supporting “C.A.R.E.” and all that the company represents. I used figures that were gender neutral and do not have geometric bodies, hoping to draw in all viewers, to place the viewer as one of the people “supporting”, and to create a soft design that is approachable.



This elephant head is intended to illustrate the fun creative space we would be providing. I chose to make the CBO name into an elephant head (our mascot). The difficulty in this image was to make the “C” into a recognizable ear, the “R” to have the eye of an elephant, and the “E” to make a trunk that would incorporate the wrinkles of an elephant’s skin and make them into a recognizable letter. Although the logo is not simple, “C.A.R.E.” is legible.

Project 3: Thumbnails

Through conducting research, we are to draw 100 thumbnails throughout a weeks time.




I took into account:

  • handholding-care
  • open arms that are embracing-empowerment
  • happy faces- positive energy
  • arounds, mountains, and other long landscapes- a journey for children
  • trees- growth
  • different ways to draw the letters to symbolize what students would be doing


All the ideas were predictable and literally illustrated the CBO. I want it to show the feeling!

  • Elephants- wise, community oriented, and highly respected. This would be a perfect mascot for the organization.
  • The feeling of being supported.

Project 3: Mood Board

A mood board is an arrangement of images, materials, pieces of text, and colors that are to project a particular style or concept. In our case, a mood board is going to represent what the company and website would look like, what visual cue would be given, and what the ambiance is. Given C.A.R.E.’s concepts, structure, and values, the mood board should resemble a classroom/scrapbook to give off a warm and welcoming approach.

I wanted to chose a color palette that was gender neutral. I went to Lowes and looked to the pantone wall.

Screen Shot 2014-11-13 at 7.35.40 PM Screen Shot 2014-11-13 at 7.36.42 PM Screen Shot 2014-11-13 at 7.36.52 PM Screen Shot 2014-11-13 at 7.38.12 PM

Screen Shot 2014-11-13 at 9.10.22 PM

After collaborating with my group members, we decided to change the red color to purple, to represent a welcoming and creative environment. The board does show a community feel, however, it lacks the structure we want, the different activities that would be done, and it should also have our mascot (the elephant).